Sugar reduction

Groves said:

“If you put the salt only in the continuous final water phase and not in the water that’s inside the oil droplets, you get both the taste of salt in the sauce or soup without the level of salt that you would have in a normal product. You have to think smart…My plea is, understand what the ingredients are doing in that product, but also in the process to make that product.” 24

She said this offers the key to effective salt reduction that also maintains a clean label and good quality in terms of both taste and texture.

The market for lower sugar foods and drinks is rising strongly, with low sugar claims up 17% since 2014, according to Innova Market Insights. 29 In Europe, 9% of all newly launched foods and drinks carried a sugar-related claim in 2018, such as low sugar, reduced sugar or sugar free, up from 6% in 2014. 30

Source: Mintel GNPD 31

Many manufacturers are using traditional sweeteners to cut sugar, and sucralose has seen a particular surge in interest, now used in 19% of new foods and drinks with a sugar-related claim. According to Innova soft drinks are still the biggest category for such claims, but others are growing fast, in sports nutrition and dairy in particular. 32

New sports nutrition products with a sugar-related claim were up 56% from 2014 to 2018, while those in the dairy category were up 32% in the same period. 33 Other fast-growing categories include sauces and seasonings, snacks, and desserts and ice cream.

However, sugar reduction often poses challenges that go well beyond sweetness alone. Among its many functions, sugar contributes to the structure and browning of cakes and other baked goods, aroma, caramelisation, and other textural elements in a range of products from breakfast cereals to chocolate, including crispness, stickiness, and how fat is distributed. 34 Sweeteners used to replace sugar vary in their relative sweetness, but they also differ in how quickly or slowly sweetness is released, which can have a major effect on flavour. 35

New technologies aim to address these challenges, such as Nestlé’s hollow sugar crystals, which dissolve on the tongue more quickly than ordinary sugar, allowing the same perception of sweetness with less sugar by volume. 36 Its Milkybar Wowsomes chocolate brand is made with the technology, and has 30% less sugar than comparable bars. 37

The textural challenges linked to industry efforts to cut sugar have given hydrocolloid suppliers a particular boost, and there has been a 27% annual increase in the number of foods and beverages launched globally with hydrocolloids and a no added sugar claim. 38

Fibres and starches are other options to help with texture in reduced sugar products. They not only can help in bringing sweet flavour to the product but foremost help in stabilising texture. Chicory root works both as sweetener but also bulking agent. Another example is acacia gum having a wide range of texturizing properties as well as stabilizing effects by reducing water activity. 39

In Europe sugar is declining while sweeteners and fibres grow In Europe sugar is declining while sweeteners and fibres grow

Example: in the 12 months ending Oct 2019 5% of European food and drink launches contained a functional fibre, up from 3% in the 12 months ending Oct 2015.

60%

55% 50%

Europe: percentage of food and drink launches that contain select ingredient groups linked to sugar reduction, Nov 2014 to Oct 2019

45%

20% 18%

3% 3% 6% 7%

3% 4% 3% 3% 1% 1% 3% 4% 3% 5%

Sugars and Other Carbohydrate Sweeteners White Sugar Sugar Syrups Brown Sugar and Unrefined Sugar

Nov 2014 - Oct 2015 Nov 2015 - Oct 2016 All Additive Sweeteners Non-nutritive Sweeteners Artificial Nonnutritive Sweeteners Natural Nonnutritive Sweeteners

Bulk Sweeteners Functional Fibres

Nov 2016 - Oct 2017 Nov 2017 - Oct 2018 Nov 2018 - Oct 2019

Source: Fi Europe Conference 2019, Presentation by Emma Schofield, Mintel Information Classification: General Source: Mintel GNPD 40

In treat and indulgence categories, sugar reduction is no In treat and indulgence categories, sugar reduction is no In treat and indulgence categories, sugar reduction is no In treat and indulgence categories, sugar reduction is no longer limited to diet or smaller, niche brands longer limited to diet or smaller, niche brands longer limited to diet or smaller, niche brands longer limited to diet or smaller, niche brands

Contains chicory fibreContains chicory fibreContains chicory fibre Contains chicory fibre Contains soluble maize fibreContains soluble maize fibreContains soluble maize fibre Contains soluble maize fibre Contains dextrin maize fibreContains dextrin maize fibreContains dextrin maize fibre Contains dextrin maize MrKipling Angel Slices with 30% Less MrKipling Angel Slices with 30% Less MrKipling Angel Slices with 30% Less Mr. Kipling Angel Slices Cadbury Dairy Milk Reduced Sugar Cadbury Dairy Milk Reduced Sugar Cadbury Dairy Milk Reduced Sugar Cadbury Dairy Milk Reduced Rowntrees Fruit Pastilles with 30% Rowntrees Fruit Pastilles with 30% Rowntrees Fruit Pastilles with 30% fibre Rowntrees Fruit SugarSugarSugar with 30% less sugar Milk ChocolateMilk ChocolateMilk Chocolate Sugar Milk Chocolate less sugar less sugar less sugar Pastilles with 30% less sugar

Includes a higher percentage of wheat Includes a higher percentage of wheat Includes a higher percentage of wheat Contains soluble maize fibre, features Contains soluble maize fibre, features Contains soluble maize fibre, features Free from artificial sweeteners, Free from artificial sweeteners, Free from artificial sweeteners, flour and vegetable oils than the original variant, and also includes a 'no artificial sweeteners' claim. UK colours, preservatives and flavours. UK flour and vegetable oils than the original variant, and also includes a 'no artificial sweeteners' claim. UK colours, preservatives and flavours. UK flour and vegetable oils than the original variant, and also includes a 'no artificial sweeteners' claim. UK colours, preservatives and flavours UK Includes a higher percentage of Contains soluble maize Free from artificial https://clients.mintel.com/report/tap-into-the-multiple-benefits-of-functional-fibers . chicory fibre. UKchicory fibre. UKchicory fibre. UK wheat flour and vegetable oils fibre, features a ‘no artificial sweeteners, colours, than the original variant, and sweeteners’ claim. UK preservatives and Source: Mintel GNPD Source: Mintel GNPD Source: Mintel GNPD also includes chicory fibre. UK Top 10 functional fibers found in low/reduc flavours. UK ed-sugar food and drink products

Source: Fi Europe Conference 2019, Presentation by Emma Schofield, Mintel 40 Inulin is on the rise in low/reduced-sugar products and was the most common functional fiber in low/ reduced-sugar products in the 12 months ending July 2019. Global: functional fiber ingredients used in low/reduced sugar food/drink launches, by year, Aug 2014-Jul 2019 Global: functional fiber ingredients used in low/reduced sugar food/drink launches, by year, Aug 2014-Jul 2019

w / r educ ed sugar launches f lo

Aug 2014-Jul 2015 Aug 2018-Jul 2019

8% % o

6%

4%

2%

0% Aug 2015-Jul 2016 Aug 2016-Jul 2017 Aug 2017-Jul 2018

P oly de xtr ose I nulin F ruct o-olig osac charides

Source: Mintel GNPD 41 Source: Mintel GNPD

D e xtrin S oluble c orn fibr e R esistan t malt ode xtrin V eg e table fiber s Chic ory fiber Citrus fiber P s yllium seed husks

What is clear is that sugar reduction remains a top goal for food manufacturers and consumers alike 42 – and there is still no one-size-fits-all solution to retaining both taste and texture.

Unexpected fiber ingredients are being used for innovative sugar reduction